How Apple used Strategic Intent to Dominate its Markets
Apple is the best example of using a Strategic Intent to guide it to market leadership.
In 1996, they were just a 4% market share player in the PC business. In 2000, Steve Jobs came back as CEO and set the intent for Apple Computer to become great by being “the hub of your digital life”.
He saw the future trends involving the internet, the computing power available in one pc and the new digital forms of media that were emerging for use by individuals – and Jobs wanted an Apple computer to be at the epicenter of everyone’s digital universe.
Following this intent, the company first focused on updating the iMac platform, but following that, iTunes and then iPods hit the market to transform personal digital music and the iPhone came later to allow mobile computing access on one device, and the rest is history.
Apple had to create many new competencies over the last 15 years in order to achieve this intent – hardware design, software, touchscreens, etc. The result of this obsession to win at achieving their strategic intent is that now they’re the world’s most valuable company and brand by 2X!
For more info on this topic, download also the articles “How Apple Used Strategic Intent to Dominate its Market” and “Strategic Intent – Create an Obsession for Winning” on the Content page.
There is also a video presentation of this available for viewing at https://youtu.be/G5lwCW7dmnM .